Agencies can and should play a role in content marketing, according to the panel.

Advertising and PR can play a strong role in effective content marketing. In a Social Content Summit panel titled, "Agencies Meet the Content Challenge," Keith O'Brien, Director of Social Activations at Horizon Media, Chris Perry, President of Digital Communications at Weber Shandwick and Jonathan Sackett, Former Managing Director of Content for North America at Ogilvy discussed the role of the advertising and PR agency in content marketing.

Here are 10 tips from that session.

1. All brands must approach content creation as always on. Don't settle for a limited production schedule during the week.

10. Consider how agencies can help with your content production workflow. Responsibilities could include content production, community outreach, publisher/blogger outreach, content optimization, SEO optimization, and content analysis. Set clear expectations so that everyone is on the same page.

Has your brand worked with an agency on content marketing? If so, in what way?